STUDY OF CONSUMER PERFERENCES TOWARDS 150CC MOTORCYCLES IN LUDHIANA CITY

Topics: Motorcycle, Bajaj Auto, Preference Pages: 56 (9250 words) Published: October 1, 2014
STUDY OF CONSUMER PERFERENCES TOWARDS 150CC MOTORCYCLES IN LUDHIANA CITY

A PROJECT REPORT

Submitted by :
HARPINDER SINGH
(Roll no. 8100132015)

in the partial fulfillment for the award of the degree
of

BACHELORS OF BUSINESS ADMINISTRATION

Submitted to:
Dr. MEENAL CHAUHAN
Gian Jyoti Institute of Management &Technology

PUNJAB TECHNICAL UNIVERSITY, JALANDHAR
2008-2011 ABSTRACT
The research project was undertaken to study the consumer preferences towards 150 cc motorcycles in Ludhiana city. Consumer is said to be the pivot around which the entire business activities revolve and thus it is necessary to know that how individuals make decisions. Primary data were collected from a sample of 120 respondents which was taken from the service centers of the motorcycle outlets. The factors leading to need arousal for 150 cc motorcycles were identified as availability of better pick up and elegant appearance. The main source of information about the motorcycle has been the media both print and electronic. The decision to purchase a particular brand of motorcycle was mostly made by the customer himself. The important factors considered while purchasing a motorcycle were pick up, styling and fuel efficiency. Bajaj Pulsar provides highest satisfaction in case of pick up, comfort, after sales service and maintenance cost whereas TVS Apache provides highest satisfaction in case of appearance/design and mileage.

CERTIFICATE

Certified that this project report “STUDY OF CONSUMER PREFERENCES TOWARDS 150CC MOTORCYCLES IN LUDHIANA CITY” is the bonafide work of “ HARPINDER SINGH”. Who carried out the project work under my supervision. (Dr. MEENAL CHAUHAN)

CONTENTS

Chapter

Topic

Page

I

INTRODUCTION

5

II

REVIEW OF LITERATURE

13

III

OBJECTIVES OF STUDY

17

IV

RESEARCH METHODOLOGY

18

ANALYSIS

FINDINGS

LIMITATIONS

20

48

49

V

SUMMARY

50

ANNEXURES

53

REFERNCES

56

CHAPTER -1
INTRODUCTION
Customers today are more informed and demanding than ever. They know quality service, when they get it and they are not afraid of taking their business elsewhere if they don’t get it. Refusals to acknowledge this reality can spell failure/rejection by the one who holds the purse strings and the key to profits. Satisfaction of customer needs, in fact, provides a rationale for the firm’s existence. Therefore customer behavior lies at the heart of modern marketing and its knowledge is vital for a firm’s existence, growth and success. An understanding of the motives underlying the consumer behaviour helps a firm to seek better and more effective way to satisfy customers. Consumer behaviour is the behaviour that a consumer displays in searching for; purchasing, using, evaluating and disposing of products and services that he expects will satisfy his needs. It helps marketers know that how an individual makes decision to spend his available resources (money, time, and effort) on consumption related items. However consumer behavior is a complex system where there is an interaction of various social, economic and psychological factors. All these factors affect the purchase decision of the buyer and his perception about different products. Purchase behaviour involves two types of purchases: trial purchases (the exploratory phase in which consumer attempts to evaluate a product through direct use) and repeat purchases which usually signify that the product meets with consumer’s approval and that the consumer is willing to use it again. Moreover, purchase behaviour incorporates all the activities that human being indulges in his role of consumer, from...

References: www.google.com
www.bajajauto.com
www.herohonda.com
www.tvs.com
Research methodology , Kothari,C.R.
Society of Indian Automobile Manufacturers (SIAM)
Report on 2-Wheeler Sales (2009-10)
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